To be successful with social media marketing or viral marketing, you have to stop thinking like a corporate marketer.
Two lifelong friends who look like they just graduated from college last year – Rhett & Link – decided to marry their dream of becoming film makers with their comedy, music and the Internet. Today, they have their very own new media production company. I believe the duo’s success comes from their ability to NOT think like corporate marketers (both have an engineering background) and to have fun with the product. Think about it. What would you react more positively to and be willing to share with your friends – a funny, quirky online video or one that’s a run of the mill corporate sell?
While they don’t always get it right (e.g. get the message or brand across), sometimes they really capture the essence with a lot of fun. When that happens, the viral spread is social media marketing at its best. Take The Alka-Seltzer Great American Road Trip as an example. I’m not sure how successful the campaign was, but the online video and song sure is catchy – and it speaks to the product.
Another extremely successful local commercial is the Black & White People Furniture – Red Hour Commercial – where the video spread quickly online beginning on YouTube. It’s so popular that the local North Carolina furniture store (Red House Furniture) started selling “Black & White People” T-shirts.
What’s the point of all this? Sometimes, you just have to take off your corporate marketing hat and start throwing out zany ideas. See what sticks.
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